A Thirst for Knowledge

I'll be honest, I've always been a beer and whiskey guy. I thought I was classy for going to a scotch tasting in Edinburgh or trying an obscure IPA at a bar. For me, wine was always an afterthought. Something I ordered at dinner because an empty glass was already in front of me and everyone else was drinking it.

My attitude changed last year when I went to a wine blending class with my girlfriend. For the first time, I learned about different varieties of wine, the kinds of flavors they engender, and how new taste profiles can be unlocked through blending. I was hooked. A few days later, I proudly went to a wine tasting, which featured 10 bottles of Pinot Noir. I attempted to guess each bottle...and was shocked when I had labeled the $68 bottle (the most expensive) the worst wine at the tasting. My confidence was blown.

This experience taught me that perhaps I'm more of a strategist than a taster. I should focus my efforts on learning about the wine industry more broadly: its value chain, competitive landscape, and economics. Along the way, I might be able to understand how winemakers price their bottles (should I think about that $68 as an indication of quality?), how grapes are chosen, and how wine distribution is evolving with online marketplaces.

I also hope to learn higher-level takeaways about strategy, marketing, and operations that I can apply to other consumer products or even other industries.